US online media publisher Sugar Inc has announced it is coming to Australia.

Sugar Inc will roll out three Australian sites initially, with more to follow. Beauty site bellasugar.com.au will be first, followed by fashion site fabsugar.com.au and celebrity and entertainment offering popsugar.com.au

Sugar Inc is a network of 14 women’s lifestyle websites based in San Francisco. Australia will be the company’s third international presence behind the UK.

According to the company, their websites receive a total of 10 million unique visitors per month, with a current Australian audience of 300, 000. Sugar Inc is backed by famed Silicon Valley venture capital group Sequoia.

Allure Media will partner with Sugar Inc to bring the brand to Australia.

Ive been watching both publishers, Sugar Inc. and Allure Media, very closely for the past year, and the steady and strategic growth theyre both experiencing – together with their shared philosophy around frequent and fresh content delivery – suggests a good fit for partnering,” said, recent Allure addition, Marguerite Kramer, director of business development.